Abstract and Keywords
This article looks at the personalization of politics, starting with a careful examination of the evidence that leaders are becoming more important. The role of electronic media in personalizing politics and politicians is examined, along with institutions and political leadership. The concept ‘political priming’ is introduced, which is the process where leaders are evaluated by voters based on the leader's performance on issues considered important to the voters. The consequences of the personalization of politics and the decline of electoral participation and parties are discussed in the last portion of the article.
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